An integrated approach to raise awareness about cancer news and information in minority communities

Cancer incidence and mortality rates continue to decline due to increased screenings and education. However, minority groups still experience a disproportionate burden of cancer. At a time when the traditional media landscape is shrinking in the U.S, there is an expansion of the role and size of minority media outlets, thanks in large part to America's growing diversity and to the increasing influence of the Digital Age on information dissemination. With the diversifying U.S. population, rapid growth of ethnic media, and rising demand for culturally-relevant cancer information, the National Cancer Institute (NCI) recognized the need for an expanded and tailored approach to disseminate cancer news and information to minority communities. The Multicultural Media Outreach team in the NCI Office of Communications and Education reaches out to Hispanic/Latinos, African Americans, Native Americans, and Asian Americans using both traditional and social media approaches and through key partnerships. This presentation will provide an overview of outreach through multicultural media, discuss best practices and lessons learned for public health professionals, present examples of cancer communication to minority audiences using traditional and social media, discuss the importance of partnerships, and raise awareness about the educational resources that are available through NCI.